BRONZE: Tech Breakthrough
SILVER: Best Digital Engagement
IKEA - #ShareTheBathroom
We wanted to awaken people to the idea that it's worth making the change to an organized and stylish bathroom. We needed Canadians to think of IKEA as a brand who understands life at home, and especially what they need from a room they all have to share. Our targets were families and households that share bathrooms and understand the morning madness that involves.
The morning bathroom routine is chaotic for families. IKEA's new bathroom offering can help families share this space in a peaceful and orderly way. We needed to insert IKEA into the most intimate morning household routine in order to prove to Canadians that they need IKEA to help them stay organized. Our solution needed to communicate to families in real time. We wanted to help daughters tell dads to stop reading their iPads on the toilet so they could get to school, and help mothers tell sons to pick up their wet towels off the floor… in the moment. We approached an existing technology in a very inventive way. We developed Real-time Dynamic IP Remarketing.
The idea was simple: allow IKEA.ca users to create custom ad units that vent their bathroom-sharing frustration. This ad would then be served to the user's home IP address within minutes. From a creative and tech perspective, what we put together to make this idea come to life is quite revolutionary. We set up an interactive experience on IKEA.ca that allowed users to create custom banner ads. The custom ads were instantaneously stored in a dynamic feed along with the user's household IP address. Using custom programs created by our buying team, the IPs and custom banners were automatically implemented as buying parameters in real time. We then programmatically bought ad space matching these IPs, and delivered the appropriate custom ad to create a hyper-personalized household experience.
Despite all other media support remaining unchanged from last year, we saw bathroom sales increase by over 12% in stores and 34% online. Over 17,000 Canadians visited our ad creation page during the three-week campaign, resulting in over 800,000 custom banner impressions served and 500 bathroom conflicts resolved.
This campaign was the only submission from a Canadian media agency to be shortlisted at the 2015 Cannes Lions Festival. It was shortlisted once in the Media category and twice in the Cyber category. It also won in three categories at the North American IAB MIXX Awards, as well as five golds and Best in Show at the 2015 Media Innovation Awards.
Client: IKEA Canada
Creative Agency: Jungle Media / Leo Burnett
Media Planning, Digital Strategy: Janet Xi
Connection Planning: Brooke Leland
Media Planning: Catherine Ramsey
Senior VP, Co-Managing Director: Sheri Metcalfe
Developer Ad Operations: Adgear Jean-Philippe Laroche
General Director, Magnet Intell: Alexandre Henault
Web Manager, IKEA Canada: Kelly Garrett
Marketing Web Specialist, IKEA Canada: Santiago Arbelaez
Chief Creative Officer: Judy John
Group Creative Directors: Karen Larmour, Morgan Kurchak
Copywriter: Matthew Doran
Digital Copywriter: Matthew Doran
Art Director: Mary Soroka
Digital Art Director: Trevor Bell
Designer: Trevor Bell
Illustrator, Web/Flash Developer: E-Axis
Developer: David Freedman
Director, Creative Technology: Felix Wardene
Agency Producer, Account Executive: Spring Morris
Account Director: Danielle Iozzo
Group Account Director: Natasha Dagenais
Planner: Lisa Hart
Project Manager: Thomas Degez